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You put your blood, sweat, and tears into your shop — we know you want it to do well. But so many shop owners think the hard part is done once they’ve opened their place.

We want to change the way you think about marketing. It doesn’t need to be expensive or unpleasant; in fact, advertising for a heavy-duty truck shop can be cheap and even entertaining. We’ve compiled articles we’ve written on marketing and put them in one place for you to look at easily. 

The best shop in the world won’t get out of first gear without advertising. 

Make sure your shop has a website and you’ve optimized it for Google

The internet is a huge place; if you don’t have at least a simple site, you’re basically missing out on thousands of potential customers. You can build a website yourself or hire someone to do it for you, and once it’s primed for Google to find it, the sky’s the limit.

Look at every customer as a potential walking advertisement.

We don’t mean asking your customers to tattoo your logo to their forehead or wear your shop T-shirt to work (although shop T-shirts never hurt). But creating a customer loyalty program — such as offering every third oil change for free, or letting customers earn points toward other services — will keep them coming back for more. If they keep coming back, odds are they’ll recommend you to their colleagues, too. 

Treat online reviews as interactive advertising.

If you’ve got online reviews — which can land on your site or on Yelp, Facebook, Google, and others — respond to them. Thank happy customers for their business, and address the concerns of any customers who may be unhappy.

Embrace email marketing.

Direct mail advertising can be costly. Save some money by utilizing email marketing, which is often inexpensive or free. We show you how to identify your audience, how to create an attractive, eye-catching message, and even what headers will attract attention. 

Get yourself a sign.

We can’t say for sure if the #1 cause of missed foot traffic is a sign, but we’re pretty sure it’s close. Fullbay CEO Jacob Findlay talks about the problems that can land on shops without signs, and we show you the do’s and don’ts of buying (and maintaining) a sign

The best way to expand your shop’s business and keep your techs happy and fed is through marketing. Even following one or two of the tactics we’ve discussed will help you score more customers, expand your reputation and increase your top line revenue.

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Suz Baldwin

Suz Baldwin got her start in the automotive industry, writing and editing for several motorcycle and classic car magazines straight out of college. In the years that followed, she’s written all sorts of copy for brands big and small while consuming enough coffee to paralyze a dinosaur.